Lia's fragrant Christmas carol

By Devesh Gupta , afaqs!, New Delhi | In OOH News | January 06, 2015
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The brand created a Christmas carol using its newly launched automatic fragrance dispensers.


Taking an innovative, yet old school approach to Christmas, Lia, a fragrance brand from NR Group (it also owns Cycle Agarbathies), came out with an on-ground activity to promote its new automatic fragrance dispensers.

The brand simply created a Christmas jingle using nine air dispensers. Executed by Webchutney, the activation involved a flute player who finetuned the pores of the dispensers to produce a carol (Jingle Bells...) that actually has nine musical notes in it.

A microphone was placed in front of the air dispensers to amplify the tune and the entire musical installation was placed on Christmas Eve at Cyber Hub in Delhi NCR.

Gurbaksh Singh

Says Gurbaksh Singh, chief creative technologist, WebChutney, "The idea was to use technology to add a little bit of magic to Christmas. We hacked into the product, and made it so that we could manipulate and synchronise it to our liking. The result is a beautiful digital recreation of a traditional Christmas carol."

The brand named this project as HOHOHO and it was its way of saying a Happy New Year and Merry X-Mas to the people. They have also created a microsite. The activation was promoted on Facebook and Twitter along with other social media platforms.

The fragrance brand comes in six different variants and different SKUs such as Atomizer, Car Freshener, HomFresh and Freshness Danglers. The Mysore-based NR Group makes agarbathies, perfumes, functional aircare products, wellness home fragrance products, floral extracts and electronics. The group has been active since 1948.

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